Jim Courtney is systematically demolishing SparkPR’s inept handling of the Skype 3.0 Beta release.Â Check out his two postings over on Skype Journal:
- Skype PR Wake-Up Call 1: The Issue, in which he provides example after example of the hugely mixed messages that the blogosphere delivered about the Skype 3.0 beta. No press release was circulated prior to the announcement, and most people (myself included) didn’t know it was coming.Â Tipped off the day before, I found out the contents andÂ release dateÂ the old fashioned way — by calling people (on Skype, of course).Â As a result, I wrote about the stuff that mattered to me: the call transfer functionality.
- Skype PR Wake-Up Call 2: The Solution, in which he outlines how blogging and the internet have changed PR.Â The basic message?Â A beta is your launch.Â Better have yourÂ messaging ducks in a row by the beta.
Stay tuned forÂ tomorrow’s posting, where Jim will outline what might have happened if the PR team had taken the approach he’s suggesting.
The Skype team should be embarrassed by (a) the fact that Jim,Â a prominent commentator on Skype at a publication called the Skype Journal,Â had to pry the press release out of their PRÂ agencyÂ hours before the announcement and (b) the fact that he is now having to teach their agency how to do its job.
My advice?Â Fire SparkPRÂ and get someone who knows what they’re doing.